The Role of Consumer Self-Efficacy and Website Social-Presence in Customers' Adoption of B2C Online Shopping: An Empirical Study in the Indian Context

Trust has been empirically established as one of the key attributes in business to customer (B2C) e-commerce. The effect of measures to build and maintain trust in B2C Online Shopping is subject to customer-centric behaviour factors, which cannot be controlled by the business firm. The present study...

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Bibliographic Details
Published in:Journal of international consumer marketing 2008-02, Vol.20 (2), p.33-48
Main Authors: Dash, Satyabhusan, Saji, K. B.
Format: Article
Language:English
Subjects:
B2C online shopping
consumer self-efficacy
e-commerce adoption
website social-presence
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Summary:Trust has been empirically established as one of the key attributes in business to customer (B2C) e-commerce. The effect of measures to build and maintain trust in B2C Online Shopping is subject to customer-centric behaviour factors, which cannot be controlled by the business firm. The present study conducted in the Indian context explores the role of consumer self-efficacy and website social presence in customer's adoption of B2C online shopping mediated by trust, perceived usefulness, and perceived risk. The most significant outcome of the study is that the consumer self-efficacy and website social-presence affect trust, perceived usefulness and perceived risk in the online customers, and in turn positively influence the customer's intention to purchase products online.
ISSN:0896-1530
1528-7068
DOI:10.1300/J046v20n02_04